Content is King, it’s an age-old marketing adage but it remains true in keeping with google’s ever refining algorithms. The importance of creating great content that’s unique, relevant and engaging to your target audience is well established. But once you’ve created all this great content how do you go about deploying it? How frequently are you supposed to post? What channels are most appropriate for what content and which audiences? How do you schedule your output? What is the end goal with your content?

Creating an effective content strategy requires careful thought and planning, the fruits of such labours include not only high volume but (arguably more importantly) high quality engagement; increased brand awareness and, ultimately, leads and conversation.

Gina Roughan is content director of Zone, a Cognizant digital agency. She runs a multi-disciplinary team of editorial, design, UX, videographers and content designers in the creation of best-in-class content strategies and creative for brands such as adidas, Aviva, Guide Dogs, The Wellcome Trust and Maersk. A journalist by trade, Gina worked as a digital editor on the likes of Channel 4 Food, Coca-Cola, Unilever and Tesco before moving into her current role. As a result, audiences – their needs, wants, interests, language and habits – continue to drive every decision that Gina and her teams make. On Content strategy Gina says:

Creating great content strategies: Start in the middle!

Consistently brilliant comms can be a game changer for all organisations: It can help build your brand, differentiate from competitors, engage & build relationships with your target audience, and crucially, convert them into customers. But with so many aspects to address - from identifying your target audience’s needs, to the role of your chosen channels, to your formats and posting strategy, to your approach to influencers and paid media - it can be a tricky to know where to begin. Gina’s session will seek to show you exactly where to start… in the middle! Revealing Zone’s ‘onion’ approach, she’ll show you exactly how her teams have built award-winning, layered content strategies for global organisations, providing you with clear takeaways to empower you to hit the ground running in the creation of your own content strategy.